In a wider media ecosystem in which employees are consistently warned that AI is coming for their jobs, AI notetaker Plaud has launched a new brand which highlights how technology can amplify human intelligence. 

Created by global creative studio, Forpeople, the new brand is designed to build Plaud’s position in the professional productivity space. The challenger brand aims to become the leading global AI productivity brand. 

Plaud has already grown to reach over a million users across 168 countries. However, the brand recognised that their next stage of growth required a ‘more cohesive brand that would set them apart from rising competition’.

The redesign aims to resonate with its target audience of worldwide professionals by telling a clearer story of how Plaud fits into working lives. The brand centres on the idea of ‘Amplify human intelligence’, a human-first approach which is designed to position AI as an enabler.

“We wanted to build a brand that felt as intuitive as the products themselves but did not focus on the technology,” says Jack Merrell, Creative Director at Forpeople. ‘‘Instead, this meant focusing on the benefit of the product for the people using it, such as helping stay present in meetings, focusing on what matters, and reclaiming time for the things that really matter.”

The challenger brand is the latest in a growing line of AI-first brands taking a human-first approach to marketing.